{"id":684528,"date":"2026-01-27T00:00:00","date_gmt":"2026-01-27T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2026\/01\/27\/5-questions-for-hps-mea-managing-director-ertug-ayik\/"},"modified":"2026-03-23T07:50:38","modified_gmt":"2026-03-23T07:50:38","slug":"5-questions-for-hps-mea-managing-director-ertug-ayik","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/01\/27\/5-questions-for-hps-mea-managing-director-ertug-ayik\/","title":{"rendered":"5 questions for HP\u2019s MEA Managing Director Ertug Ayik"},"content":{"rendered":"

EnterpriseAM sat down with HP Managing Director <\/strong>for<\/strong> the Middle East and Africa <\/strong>Ertug Ayik<\/strong> (<\/strong>LinkedIn<\/a><\/strong>) <\/strong>to give us an inside look into the company\u2019s plans for Egypt, the uses of on-device AI, and what they term the \u201cfuture of work.\u201d Edited excerpts from our conversation:<\/strong><\/p>\n

QUESTION 1 \u2014 HP announced it was doubling down on Egypt in 2025. What have you <\/strong>done so far, and why did you decide to make the move?<\/strong><\/p>\n

We<\/strong>\u2019ve<\/strong> already been operating in Egypt for years now. We had HP employees <\/strong>covering Egypt \u2014 they just weren\u2019t based here. <\/strong>What we have seen over the last three to five years is that Egypt has improved a lot in terms of stability and the economy \u2014 it has taken a lot of steps to create stability and predictability.<\/p>\n

Many companies at this point in time are downsizing \u2014 they are closing offices, but HP <\/strong>decided to invest and build a footprint in Egypt with the opening of a physical office. <\/strong>As a company, we believe in the future of Egypt. We believe that there is a lot of potential, not only for HP, but for those we can serve as a technology provider.<\/p>\n

QUESTION 2 \u2014 Digital transformation is a key national priority in Egypt. How is HP <\/strong>looking to support the private and public sectors in this push?<\/strong><\/p>\n

Our core strategy is to be the technology provider for the future of work. <\/strong>What we want to bring as a technology company is to be able to eliminate the digital gap between employees and the entities themselves, because there is a conflict today, and technology can solve that.<\/p>\n

We are focusing not just on the pieces of technology themselves, but on the processes and <\/strong>working models connecting these devices \u2014 so when you go to work, you are empowered to do what you do best. <\/strong>To give an example, I have a daughter in high school \u2014 it\u2019s her last year, so it\u2019s pretty stressful. I was in a parent-teacher conference and saw the teachers there struggling so much as they were spending a large amount of time manually transferring exam grades from one place to another.<\/p>\n

And I thought that this brilliant teacher didn\u2019t want to spend so much of her time on these <\/strong>tasks when she decided to get into teaching. <\/strong>Her dream was probably, \u201cI want to go to school, I want to teach kids, I want to inspire them, I want to get them ready for life\u2026etc.\u201d We believe that technology can automate all these mundane tasks for teachers, so they can spend more time on what really matters to them.<\/p>\n

And once you get technology to handle those unnecessary tasks, the difference is clear.<\/strong> I used to spend hours preparing presentations, but now it\u2019s easy.<\/p>\n

If we, as a technology producer, help employees, they are going to be much more <\/strong>productive and happier \u2014 and that\u2019s going to drive better outcomes for the company. <\/strong>This isn\u2019t only for the private sector \u2014 it\u2019s also for the public sector. If a government employee is happy at work, they are also going to serve citizens better. Ultimately, that improves the service levels the government provides to its citizens.<\/p>\n

QUESTION 3 \u2014 Do you see HP\u2019s focus on on-device AI as being particularly suited to <\/strong>certain industries in Egypt?<\/strong><\/p>\n

I think industries handling highly sensitive data \u2014 like <\/strong>healthcare, banking, ins., and some government institutions \u2014 <\/strong>are going to be much more interested in <\/strong>this. <\/strong>Many government entities don\u2019t even want their data held outside the country \u2014 simply because it\u2019s sensitive data and they want to keep it local.<\/p>\n

Now, you don\u2019t even need to have that data leave your premises, because you can still <\/strong>do so much with it directly on your device. <\/strong>There are pieces of on-device AI technology that could really help sectors requiring face-to-face interaction. If you are in hospitality, you can have a device that listens to customers\u2019 questions and provides the answers. Whether you\u2019re a nurse in a hospital or a salesperson in a retail store, AI can bring new capabilities to people in these front-line roles.<\/p>\n

QUESTION 4 \u2014 To the people running large companies across the Middle East, what is <\/strong>the main technological challenge they should be thinking about and addressing in 2026?<\/strong><\/p>\n

I think a lot of companies don\u2019t know where to start with the implementation of AI. <\/strong>They often think, \u201cOkay, I need to make a huge breakthrough, and I need to make a big investment.\u201d But I don\u2019t think that is always necessary.<\/p>\n

There are a lot of good use cases for starting small<\/strong>, like a proof of concept, where one starts with a small problem and sees how AI can help solve it without investing huge amounts. And then if it works, one can scale it. This model seems to be working with a lot of corporate and enterprise customers \u2014 and I think it can actually be modeled in many companies in Egypt.<\/p>\n

You don\u2019t need to start big and boil the ocean.<\/strong> Start small, see the results, and then scale it.<\/p>\n

QUESTION 5 \u2014 How AI will develop and how it will be used are very hard to predict. If we <\/strong>sat down in a year\u2019s time and had this conversation, do you think we would be talking about AI in a completely different way?<\/strong><\/p>\n

I don\u2019t think so. But I think at some point, it\u2019s going to start to become invisible.<\/strong> Today, electricity is invisible, right? I mean, we don\u2019t even think about electricity, but it\u2019s everywhere, in all the devices.<\/p>\n

AI is new, but I think in the future \u2014 maybe not in a year\u2019s time \u2014 we will start seeing the <\/strong>same thing. <\/strong>It\u2019s going to be everywhere, in every device, in everything. It\u2019s going to be akin to a basic utility that exists everywhere.<\/p>\n

I\u2019m very optimistic.<\/strong> There are a lot of AI optimists and a lot of pessimists, but I feel that if the advantages the technology can bring greatly outweigh the potential risks, it\u2019s a good thing. And I think AI is in that segment.<\/p>\n","protected":false},"excerpt":{"rendered":"

There are a lot of good use cases for starting small, like a proof of concept, where they start with a small problem and see how AI can help to solve that without investing huge amounts<\/p>\n","protected":false},"author":1,"featured_media":684529,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[12492],"tags":[12491,7094,72,12490,639],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-684528","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-5-questions","tag-5-questions","tag-ai","tag-enterpriseam","tag-hp","tag-technology","wpautop","entry"],"acf":{"mongo_id":"a4c54e1c-b9b5-429e-98b2-54bee15b23e6","order":"5","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/1\/1060.jpg","photo_position":"above","homepage_title":"","full_issue_title":"5 questions for HP\u2019s MEA Managing Director Ertug Ayik","related_issue":[684520],"teaser":"There are a lot of good use cases for starting small, like a proof of concept, where they start with a small problem and see how AI can help to solve that without investing huge amounts","photo_link":"","related_sponsor":"","voice_url":"","en_translation_ref_id":"","section_story_id":""},"yoast_head":"\n5 questions for HP\u2019s MEA Managing Director Ertug Ayik - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2026\/01\/27\/5-questions-for-hps-mea-managing-director-ertug-ayik\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 questions for HP\u2019s MEA Managing Director Ertug Ayik\" \/>\n<meta property=\"og:description\" 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we kick off today\u2019s issue with news that 2026 is shaping up to be a big year for private equity, with Admaius Capital Partners selling its stake in cosmeceutical manufacturer Parkville Pharmaceuticals after just two years to Africa-focused private equity firm Adenia Partners.Also in today\u2019s issue is\u2026","rel":"","context":"In "What We're Tracking Today"","block_context":{"text":"What We're Tracking Today","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-today\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/9\/1077.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":589297,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/06\/25\/indian-auto-plastics-firms-meet-with-sczone-boss-gamal-el-din-in-mumbai\/","url_meta":{"origin":684528,"position":1},"title":"Indian auto, plastics firms meet with SCZone boss Gamal El Din in Mumbai","author":"enterpriseam admin","date":"25 June 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"Moves"","block_context":{"text":"Moves","link":"https:\/\/enterpriseam.com\/egypt\/category\/newsmakers\/moves\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2023\/5\/1095.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":558277,"url":"https:\/\/enterpriseam.com\/egypt\/2021\/08\/03\/mohamed-wasfy-appointed-head-of-hewlett-packard-enterprise-egypt\/","url_meta":{"origin":684528,"position":3},"title":"Mohamed Wasfy appointed head of Hewlett Packard Enterprise Egypt","author":"enterpriseam admin","date":"3 August 2021","format":false,"excerpt":"Hewlett Packard Enterprise (HPE) has appointed Mohamed Wasfy (Linkedin) as its new country manager for Egypt, the company said in a statement (pdf). Wasfy has 20 years of experience working in tech companies such as Intercom Enterprise, Oracle, and IBM, and served as the channels manager and acting managing director\u2026","rel":"","context":"In "Moves"","block_context":{"text":"Moves","link":"https:\/\/enterpriseam.com\/egypt\/category\/newsmakers\/moves\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":591984,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/12\/23\/sarwa-capital-ceo-on-working-in-an-industry-most-dont-understand\/","url_meta":{"origin":684528,"position":4},"title":"Sarwa Capital CEO on working in an industry most don\u2019t understand","author":"enterpriseam admin","date":"23 December 2019","format":false,"excerpt":"Hazem Moussa was our guest this week on Making It, our podcast on how to create a great business here in Egypt. The co-founder and CEO of Sarwa Capital spoke with us on growing a consumer finance startup and life post-IPO. ** Listen to this week\u2019s episode (runtime 32:21) on\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2019\/12\/2554.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":566972,"url":"https:\/\/enterpriseam.com\/egypt\/2020\/01\/08\/566972\/","url_meta":{"origin":684528,"position":5},"title":"Making It will return from\u2026","author":"enterpriseam admin","date":"8 January 2020","format":false,"excerpt":"Making It will return from its hiatus next week. Want to catch up on season one in the meantime? Previous guests on our show about how to build a great business right here in Egypt have included: Jalal Abugazaleh, founder of Gourmet EgyptKarim El Sahy and Abeer El Sisi from\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/684528","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=684528"}],"version-history":[{"count":1,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/684528\/revisions"}],"predecessor-version":[{"id":689406,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/684528\/revisions\/689406"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/issue\/684520"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/684529"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=684528"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=684528"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=684528"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=684528"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=684528"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}